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Event Strategy 2019 - 2024

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Event Strategy 2019 - 2024 Campaspe Shire Council Meeting Attachments 21 May 2019 Attachment 7.1.1 EVENT STRATEGY 2019 - 2024 54 Campaspe Shire Council Meeting Attachments 21 May 2019 Event Strategy 2019 - 2024 Table of Contents 1. Executive Summary 2 2. Background 6 2.1 Purpose & Aim 6 2.2 Review of 2012-2014 Event Strategy 6 2.3 Approach 7 3. Overview of Events in Campaspe 9 3.1 Value of events 10 3.2 Economic Impact of Events 11 3.3 Social Impacts of Events 13 3.4 Opportunities, Challenges and Trends 13 4. Event Principles 15 4.1 Event Principle 1 - Ensure Campaspe Shire retains a strong reputation 16 as an event destination through a robust portfolio of diverse events 4.2 Event Principle 2 - Actively grow the events calendar/portfolio 18 4.3 Event Principle 3 - Maximise economic & social returns from events 22 4.4 Event Principle 4 - Assist event organisers to understand compliance 24 requirements and costs 4.5 Event Principle 5 - Provide clear, timely and transparent funding 26 streams for events 4.6 Event Principle 6 - Improve recognition of Council’s support for events 32 4.7 Event Principle 7- Encourage event organisers to collaborate with key 34 stakeholders/partners to ensure local opportunities are maximised and greater publicity generated. 5. Conclusion 36 Attachment 1- Event Classifications (including criteria and weighting) 37 Issue Date: May 2019 55 Page 1 Campaspe Shire Council Meeting Attachments 21 May 2019 Event Strategy 2019 - 2024 1. Executive summary Campaspe Shire Council is a vibrant rural community in northern Victoria comprising many townships such as Echuca, Kyabram, Rochester, Lockington, Gunbower, Rushworth, Stanhope, Girgarre, Toolleen and Tongala. The Shire is located at the heart of one of the richest and most diverse agriculture and food processing regions in Victoria. The Shire is best known for its history, natural assets and relationship with Australia’s iconic Murray River, which winds along the northern boundary of the Shire. The unique mix of great weather, culture, food and wine, natural assets and events attracts increasing numbers of visitors and residents each year. The Campaspe Shire Council is recognised as a thriving community, with many opportunities for growth and prosperity. The Shire is home to a large number of diverse events that take place across the municipality annually. Council appreciates the importance of tourism and events in driving economic activity and enhancing community wellbeing and interaction. Events strengthen social cohesion and community pride through participation and involvement. The suite of events ranges from small community events for 100 people through to iconic events boasting over 40,000 attendees including interstate and international visitors. Centrally located between Melbourne, Sydney and Adelaide, Campaspe’s geographic location is ideal for attracting state and national events. Event Strategy Vision - Continue to support Campaspe’s diverse range of events, creating a vibrant events calendar that contributes to both economic growth and social cohesion, whilst developing capacity to attract new events. Vision Elements Issue Date: May 2019 56 Page 2 Campaspe Shire Council Meeting Attachments 21 May 2019 Event Strategy 2019 - 2024 The total value of revenue generated by tourism in Campaspe is estimated to be $182.69 million. The tourism sector contributes around 1,044 jobs, representing 6.5% of total employment. The tourism industry contributes $46.949 million to wages and salaries, 4.6% of the total amount. Recent Tourism Research Australia data (YE Sep 18) shows that Echuca Moama received 797,000 domestic overnight visitors, up 15% on the previous year. Visitors spent over 2 million nights in the region, up by 6.6% on year ending September 17. Holidaying, at 54.6%, was the largest category for visitation to the region, followed by ‘visiting friends and relatives’ (VFR). Echuca Moama alone boasts over 182 accommodation properties totalling over 4,800 beds and sleeping over 9,000 visitors, ensuring Campaspe is well resourced to host large scale events. Campaspe Shire Council Plan 2017-2021 sets the strategic direction of Council. To strengthen the economic environment, Council has committed to developing initiatives that increase tourism numbers, economic spend and length of stay by visitors. Retaining, expanding and attracting events are key opportunities for Council to deliver these priorities. Relevant strategic objectives and strategies in the Council Plan which relate to Events are as follows; STRONG AND ENGAGED COMMUNITIES Strategic Strategies Objective Services, Foster community partnerships and support other agencies in the delivery of programs and services. advocacy enabled Build strong, healthy and vibrant communities through innovation and improved health, implementing best practice in service delivery for our diverse community. wellbeing and Enable residents to be active and engaged in their community and support safety of our participation in artistic, cultural, sporting and leisure opportunities. community. RESILIENT ECONOMY Strategic Strategies Objective Diverse and Facilitate and enable local enterprise, support existing businesses and develop growing economy stronger business networks. with increased Promote Campaspe’s competitive advantages to attract new investment and employment and maximise economic growth. investment Support and develop Campaspe’s tourism opportunities. opportunities, economic Work in partnership with industry, education providers and community to prosperity and address skills for the future, lifelong learning opportunities and skills shortage community gaps. development. Issue Date: May 2019 57 Page 3 Campaspe Shire Council Meeting Attachments 21 May 2019 Event Strategy 2019 - 2024 Campaspe’s Economic Development Strategy 2014-2019 also identifies Tourism (Item 5.2) as a priority industry sector with a focus on two areas; Diversification of tourism product; Strong destination brand marketing. The role of the Campaspe Shire’s Tourism Development Officer (TDO) is to assist with the development and diversification of tourism product. The TDO works closely with community groups, Echuca Moama and District Tourism Association (hereafter known as EMDTA), Murray River Council and other government agencies. Campaspe Shire have two service level agreements in place with EMDTA to deliver destination marketing and visitor services for the whole of the Campaspe Shire. In 2018/2019 the budget allocation for the marketing agreement was $94,472 plus GST and $249,272 plus GST for visitor servicing. If the destination ‘brand’ is well known and front of mind for consumers then this has an impact on the number of visitors to the region and creates greater opportunity to run events. Events drive tourism which support accommodation, retail and hospitality businesses locally and provide a showcase opportunity for new customers and investment. The inaugural Campaspe Event strategy concluded in 2014 and an internal review commenced in 2018. The review included a desktop analysis, a SWOT assessment and consultation with event organisers and key stakeholders. Council has considered the current environment relating to events as outlined in the Events: Background, Issues and Opportunities Paper (Appendix A). This Events Strategy looks at ways to address matters raised in that paper. Whilst the landscape for events has change significantly since 2012, the principles pertaining to event support remain relevant and as a result, the majority of the original principles have been retained. The seven revised principles are listed below: # Event Principles 1 Ensure Campaspe Shire retains a strong reputation as an event destination through a robust portfolio of diverse events 2 Actively grow the events calendar/portfolio 3 Maximise economic & social returns from events 4 Assist event organisers to understand compliance requirements and costs 5 Provide clear, timely and transparent funding streams for events 6 Improve recognition of Council’s support for events 7 Encourage event organisers to collaborate with key stakeholders/partners to ensure local opportunities are maximised and greater publicity is enhanced Issue Date: May 2019 58 Page 4 Campaspe Shire Council Meeting Attachments 21 May 2019 Event Strategy 2019 - 2024 Council has established key outcomes for each of these priorities. This strategy outlines the actions necessary to achieve these outcomes. Adoption of the strategy and a commitment to the delivery of the actions identified will ensure that Campaspe Shire Council continues to drive both social and economic benefits from events across the entire municipality. This strategy ensures that Council considers its involvement in supporting event organisers to meet their compliance/legislative requirements, the funding of events, encouraging event growth/diversification and the attraction of new events. A review of the event funding framework and matrix has been a critical component of this strategy to ensure that Council can cater for all types of events and funding for the same. The Strategy highlights the need to actively grow the events calendar/portfolio. The revised event funding categories are: Issue Date: May 2019 59 Page 5 Campaspe Shire Council Meeting Attachments 21 May 2019 Event Strategy 2019 - 2024 2. Background 2.1 Purpose and Aims The purpose is to provide an updated Events Strategy for the Campaspe Shire Council that acknowledges how events can contribute to the continued wellbeing of the shire’s economic base, its community, culture and environment.
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